Personal Trainers’ Physical Appearance and Service Registration Intention: Perceived Competence As an Underlying Mechanism

This study investigates the effect of personal trainers’ physical appearance on fitness service registration intention via perceived competence. Specifically, we hypothesize that consumers perceive muscular (vs. well-shaped) trainers as more competent, which in turn boosts their registration intention for personal training services.



Citation:

Sangchul Park, Shinhyoung Lee, and Hyun-Woo Lee (2020) ,"Personal Trainers’ Physical Appearance and Service Registration Intention: Perceived Competence As an Underlying Mechanism", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1237-1237.

Authors

Sangchul Park, Texas A&M University, USA
Shinhyoung Lee, Sookmyung Women's University
Hyun-Woo Lee, Texas A&M University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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